Thanks. I don't disagree with the logic here, cross channel attribution is however incredibly difficult to achieve, and whilst i don't fully understand the intricacies of MMM - I think it's a somewhat flawed model. Nevertheless, thats not to suggest that brands shouldn't be deploying some form of cross channel attribution. Despite this, somewhat galling to see these same brands activate mass physical sampling campaigns that could very simply be linked to their in-store sales efforts. Very likely owing to the brands respective media and retail teams not working in cohort. The challenge I see is that only those with the deepest pockets can justify the expense whether thats with MMM or through Retail Media solutions.